If imitation is the sincerest form of flattery, then, well, Apple executives must be positively blushing as a new Microsoft Store opens in Fashion Valley Thursday.

The Microsoft Store, just four doors away from Apple’s location, may not be a carbon copy of its chief competitor, but it’s pretty familiar — only slightly more homey. Instead of Apple’s modern, minimalist vibe, the Microsoft Store has a contemporary feel, a la Pottery Barn with leather couches and dark-wood accents.

The Redmond, Wash.-based software giant began launching these stores last year — San Diego is just the fourth location — in response to the extremely successful Apple Store concept and marketing efforts, which have cut into Microsoft’s market share and diminished its brand. The new shops along with the “I’m a PC” advertising campaign are part of the company’s strategy to soften its buttoned-up image and boost its cool quotient.

Make no mistake, there is some eye-popping techno wizardry on display. The walls of the store are lined with high-definition TVs displaying tutorials, video games and current events such as World Cup soccer.

But whatever differences it may have with Apple’s stores, Microsoft’s aim is the same — to provide a showcase for the wonders of its technology. Tables are filled with a variety of laptop, netbook and desktop computers as well as Microsoft’s own Xbox game consoles, Zune MP3 players and latest software.

George Whalin, president of Retail Management Consultants in Carlsbad, said Microsoft’s retail foray makes sense as consumer electronic brands increasingly need to find new ways to connect with customers.

Unlike Best Buy, where brands have to compete for attention, a dedicated store at a high-end mall can attract upscale customers and whet their desire for gadgetry. Besides the Apple Store, Fashion Valley is also home to Sony and Bose stores.

Whalin’s only complaint about the new store is that Microsoft didn’t do enough to differentiate itself from Apple. “I’m a little disappointed they didn’t make it a little more unique to their brand,” he said.

If the store is lacking in originality, it more than makes up for it in business strategy, said Stephen Baker, a consumer electronics analyst for NPD Group, a market research firm.

“There is only so much that you can do with a square box, anyway,” he said. “Apple has a great store experience, so to the extent that Microsoft can copy that, it’s a good thing.”

Still, it might be difficult to match the Apple Stores’ revenue success — the 286 stores had sales of $306 million last quarter — as many of the products Microsoft sells are made by other companies. Aside from the Xbox and Zune, Microsoft merely supplies the software for all the gadgets.

Reaching out to consumers and demystifying technology are key goals of the stores, said Mika Krammer, general manager of merchandising and marketing for the Microsoft Stores. The prime demographic for Microsoft is families, so every design element, from the rounded curves on many surfaces to the heights of tables to violence-free video game demos, has been created with children in mind.

The stores also are conducting Fun Fridays targeting children ages 1 to 4, and offer technology badges for Boy Scouts and Girl Scouts. Like Apple Stores, there are free workshops on various topics as well as specialized help for small-business owners.

Despite all that, Krammer is adamant that the store is about more than branding for Microsoft.

“This is by no means a marketing expense for us,” she said. “Our goal is to drive revenue and sales for the company.”